---
title: 3 Steps to Identifying Content Marketing Strategy Options with Multiple Brands
description: 3 Steps to Identifying Content Marketing Strategy Options with Multiple Brands
---

[Blog | Brainzooming ](https://www.brainzooming.com/blog)

# [3 Steps to Identifying Content Marketing Strategy Options with Multiple Brands](https://www.brainzooming.com/blog/3-steps-to-identifying-content-marketing-strategy-options-with-multiple-brands)

 Written by [Mike Brown](https://www.brainzooming.com/blog/author/mike-brown) | Feb 13, 2018 10:50:50 AM

### *“Is there a way to decide how much content brands in a multi-brand family can share, and how much needs to be different among the brands?”*

I've been asked that question multiple times recently after [delivering Brainzooming social-first content marketing strategy workshops](https://www.brainzooming.com/social-media/).

My answer?

Return to the fundamentals we teach for building a content marketing strategy. In these cases, however, you can approach things in reverse order, unpacking your brand strategy framework to answer this type of question.

### 3 Steps to Find Multi-Brand Content Marketing Strategy Similarities

#### Step 1 - Audience Personas

The first step is to [identify what personas are in use across the multiple brands](https://info.brainzooming.com/socialfirstcontent). Are there separate personas or are they the same? If they are different, how much do their interests overlap with one another?

#### Step 2 - Content Preferences

Next look at how much the personas’ content preferences and profiles match one another. [Which themes and topics are going to be of interest to all the groups?](https://www.brainzooming.com/content-marketing-strategy-5-approaches-to-generate-audience-oriented-topics/26621/) Do they represent a large or small portion of the overall content?

#### Step 3 - Brand Promise Components

Finally, go through a [three-question branding exercise](https://www.brainzooming.com/a-strategic-thinking-framework-is-better-than-an-answer/27822/) that we use in many situations. In this case, it helps you understand your audiences' expectations and tolerances for unique content:

- What does each brand's audience EXPECT in the content the brand shares?
- What types of variations from that content will the audience ACCEPT from the brand?
- If the brand delivers the optimum content, how will the audience REWARD the highly-targeted content?

Across this series of questions, you can begin to form conclusions about your options for creating content that is common across all your brands. – *[Mike Brown](https://www.brainzooming.com/?page_id=1197)*

[View full post](https://www.brainzooming.com/blog/3-steps-to-identifying-content-marketing-strategy-options-with-multiple-brands)

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